I am an experienced creative director in my late fifties, searching for a job in advertising after being made redundant more than a year ago. While I’ve scraped by on freelance work I’d like to get a permanent job again. What should I do?

James, via email

I’ve been shocked this week at how quickly the recruiters and “ad men” I’ve spoken to on your behalf admit ageism is rife within the advertising industry. Within minutes of explaining your situation, James, they each said bluntly that your age is your biggest barrier to getting your next job.

The Institute of Practitioners in Advertising (IPA) hit me with the figures. The average age of an employee in the advertising industry is 34. More than two fifths are said to be aged 30 or under. Just 5.3pc are 50-plus, the IPA statistics show.

Hamish Pringle, who spent nearly 30 years in the industry before becoming director general of the IPA, said it was “definitely the case” that advertising agencies – keen to churn out fresh ideas and demonstrate innovative campaigns – are biased towards recruiting younger people. “Agencies look for rising stars not waning ones,” he says.

However, despite the blatant prejudice, Pringle is adamant there are things you can do, James, to overcome it and prove you’ve got what it takes.

Firstly, to compete for jobs in this industry, you must “ooze” new media and digital advertising skills. Your current CV does not. You briefly mention you’ve won an award for computer animation, but you don’t go into detail or highlight other web-based campaigns. Your online portfolio is a good start, but again, there are few examples of what you’ve achieved. You must sell yourself differently if you’re going to be taken seriously.

Pringle suggests picking up some fresh training in software programmes like Adobe Photoshop, Illustrator and InDesign and reworking your website using your new skills to give it a fresh look.

Ross Taylor, of creative recruiters Purple Consultancy, says if you don’t have much practical experience in new media, you could try what newcomers to the profession do and work on an imaginary brief. Pick a company aligned to the agencies you want to work for and create a pretend campaign spanning print, TV and online.

Next, offer to work for free for a day in your targeted ad agencies, Taylor says. Get on the phone to the creative director and ask to help with a new media project. Someone with your experience could provide a safe pair of hands and it could lead to new opportunities, Taylor says.

Mick Mahoney, an executive creative director at agency Euro RSCG London, says, above all, you must target agencies that suit your background. Read the trade press, including Campaign and Brand Republic, he says, to learn about new business start-ups that might need someone with experience. Make sure you tap up the relevant headhunters, too. Try The Talent Business (www.thetalentbusiness.com), Sacker Gooding (www.sackergooding.com) or LIZH (www.lizh.co.uk).

Mahoney has offered to help you draw up a list of 15 agencies to target for jobs, based on your skills. Getting advice from someone currently working in the industry should also help you to sell yourself in the best way. I’ll get him to contact you, if you’re willing.